What critical dimensions do you need to adopt to power more effective prospective buyer engagement?
During the past decade, evolving environmental factors have driven fundamental changes in B2B buyer behavior that have now reached an inflection point. Buyers have become increasingly self-reliant and self-directed, with more than half getting purchase information from digital sources for their research, shortlisting, purchases, or trials. Buyers are in control and now expect a fundamentally different type of relationship with sellers – one based on help and support, not simply closing a deal.
These expectations raise significant challenges for marketers and sellers who must know their customers more intimately than ever before, deliver more human and helpful information ahead of contracting, and perform harmonious handoffs between marketing, sales, and post-sale support to ensure a seamless customer experience.
While a majority of B2B companies realize these shifts are underway, most efforts today are falling short. Marketeers and Sellers must identify and tackle the key capabilities needed to gain the attention of and interact with these more empowered buyers in a digital age – described as prospective buyer engagement.
Join True Influence and a select group of your peers as we discuss what prospective buyer engagement is, which digital strategies and capabilities are needed to drive it, and how you can position your company for success in a future of digital selling.